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The Never-Ending Need for Content: Adobe’s Latest Research

The Never-Ending Need for Content: Adobe's Latest Research

Content is king, and we’ve heard it time and time again. But what does that really mean for marketers and content creation teams? According to Adobe’s latest research, the demand for content shows no sign of slowing down. In fact, “88 percent of respondents reported demand for content grew by at least 2X during the last two years, with about two-thirds saying they expect demand to grow by between 5x and 20x over the next two years.”


Why is content growing so much?

It’s not just down to AI content creation tools, making writers up to 8x faster, it’s about being found in an ever-crowded messaging world, cutting through the clutter and fulfilling digital customer experience. The companies who can do this, will see customer engagement, satisfaction, retention and loyalty improve. 

So, what are the key trends that marketing and content teams should be aware of?

According to Adobe, there are 3 elements

Key Content Trends 2023


Consistent hybrid experience

New content formats

What is immersive content?

Immersive content refers to content that provides an interactive and engaging experience for the user, often incorporating technologies such as virtual or augmented reality. This type of content is becoming increasingly popular, as it allows brands to create more engaging and memorable experiences for their audience.

Adobe offers several tools and resources for creating immersive content. For example, Adobe Aero is a platform that allows users to create interactive, augmented reality experiences that can be viewed on mobile devices. Adobe Dimension is another tool that allows users to create photorealistic 3D designs and mockups.

If you’re interested in learning more about immersive content and how to create it, there are many resources available online. Here are a few to get you started:

Adobe's blog:

Adobe’s blog regularly features articles and tutorials on creating immersive content. You can browse their blog at https://blog.adobe.com/en/topics/creative-cloud/immersive

Adobe's YouTube channel:

Adobe’s YouTube channel features a variety of videos on creating immersive content using their tools. You can find their channel at https://www.youtube.com/user/AdobeCreativeCloud.


Unity is a popular game development engine that is often used to create immersive content. Their website offers a range of resources and tutorials on creating interactive experiences. You can learn more at https://unity.com/solutions/augmented-reality.


AWE (Augmented World Expo) is an annual conference and exhibition focused on augmented reality, virtual reality, and other immersive technologies. Their website offers a wealth of resources on immersive content and related topics. You can learn more at https://www.augmentedworldexpo.com/.


So demand for more content and rich customer experiences is increasing, how does this impact marketers and their content supply chains?

According to Adobe the main headaches for marketers are around:


Lack of technology

Lack of staff

Broken processes

Lack of budget

What kind of content formats are growing in B2B marketing?

Short form video content (anything up to 2 minutes and 30 seconds) is becoming increasingly popular, accounting for 80% of all mobile data traffic and having the highest ROI of any social media marketing strategy at 30%. https://woosuite.com/statsideos

Videos fit into our nature of browsing, research and content assimilation preferences, as 72% of people prefer videos vs. text to learn a new product or service. [Colormatics]

Another trend highlighted by Adobe’s research is the need for content that is accessible and inclusive. Over half of marketers and creatives believe that accessibility is becoming more important, with 55% prioritizing it in their content strategy. This includes elements such as captions and alt text for images, making sure that everyone can engage with your content. – https://www.smartinsights.com/content-marketing

So, what does this mean for marketers and content creation teams?

It means that creating high-quality, engaging content, across both physical and digital experiences is more important than ever before. With the demand for content on the rise, it’s important to create content that stands out in a crowded market. This means focusing on video, immersive content, social media, as well as creating content that is accessible and inclusive.

But creating great content is just the first step. It’s also important to make sure that your content is accessible to your audience. As I’ve said before, content is king, and translation is the unsung hero! Get greater trust and loyalty by making your content available in your audiences’ languages and across all customer touchpoints.

This means using multi-lingual social media platforms to distribute your content and reaching out to your target audience where they are most active. By doing this, you can ensure that your content is seen in the right language by the people who are most likely to engage with it.

Adobe’s latest research highlights the importance of content in today’s marketing landscape. By focusing on key trends such as video and immersive content as well as accessibility, marketers and content creation teams can create engaging and memorable content experiences that not only engage their target audience, but ultimately drives their customer loyalty and revenues. 


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